Credit: Imago

Daniel Davis

Thu 19 March 2026 17:00, UK

Aston Villa are making a big mistake after slapping a £100million price tag on Morgan Rogers.

According to TEAMtalk, Villa would demand a club-record fee for the forward, which currently stands at £100m after Jack Grealish’s move to Manchester City in 2021.

Rogers remains tied down at Villa Park to a contract running until 2031, but both Manchester United and Tottenham Hotspur have often been tipped to swoop.

However, the same publication has now claimed that Chelsea are also in the race, with their long-standing interest expected to lead to a concrete bid during the summer.

Villa will not want to sell Rogers, and by demanding such a high figure, they are all but ruling out his departure. This, though, may not be the wisest course of action.

Aston Villa need funds to spend

Rogers has developed into one of the Premier League’s best forwards since arriving in B6 in February 2024, registering 51 goal contributions in his 112 appearances.

His eye-catching form has unsurprisingly put a host of potential suitors on red alert, all of whom will be hoping that Villa miss out on Champions League football next season.

Much of Unai Emery’s transfer business is set to hinge on whether they secure a top-five finish in the top-flight, and therefore return to Europe’s premier club competition.

At present, they are at real risk of falling short, and this will likely force them to sell big-name players to fix their dire finances. Rogers could then find himself on the chopping block.

That is exactly why Villa’s £100m price tag is so counterproductive. It would not guarantee reasonable negotiations or a sale at a time when they may desperately need money.

While supporters would not take kindly to the club allowing him to go, the bigger picture must be considered. Even bagging between £60m-£80m could finance a rebuild.

Villa look to have stagnated slightly under Emery, with past transfer missteps coming back to haunt them. Rogers is certainly not one of them, having dazzled since joining for £15m.

Chelsea have proven themselves as big spenders, but even they are unlikely to stretch to the £100m milestone, a valuation that truly does not help anyone.

Meanwhile, Mick Brown believes Rogers could replace Bruno Fernandes at Man United.

Morgan Rogers victim of wider Villa failures

Speculation over his future has been steadily building, despite Rogers hitting a rough patch. He was poor in the 3-1 defeat by Manchester United and looked uninterested.

It has become clear that Villa are woefully blunt if the ace is kept quiet. Indeed, according to Total Villa, Rogers has scored just once from his 35 shots since Christmas.

All of a sudden, he looks to be puffing and puffing in and around the penalty area, shorn of his confidence and end product. Worryingly, Emery has not yet found a solution.

Rogers has still enjoyed a strong campaign and will have played a major role if they qualify for the Champions League. Regardless, there is a big decision to be made over his future.